[Jon]

Before 2001, Christmas idents were retired at closedown on Boxing Day or on a proceeding Bank Holiday, but the latter scenario wasn't always the case.  So, really, we should be grateful that Christmas idents start early December and end early New Year's Day.

I suspect part of the reason for the increased length of time that Christmas idents are on air is the increasing cost of idents. It'd be harder to justify some Christmas idents, particularly some of those during the circle era, if they were only up for a few days.

But it’s also reflecting society, more and more people put their decorations up at the start of December or earlier than they did 30 years ago.

And the other thing is, surely idents are there to promote the brand, and Christmas idents to promote the Christmas offering, you’ve gone past that point really if you’re just doing it on Christmas Eve and Christmas Day and you’re just doing it to make things look nice.

I do think they should stay on air for New Years Day though, if they’re not doing anything special for the New Year. Particularly this year when the programme they were promoting was getting another showing on that very day.